Like any form of digital marketing, success with Pay Per Call requires implementing the right combination of winning factors while avoiding pitfalls and mistakes. There are various do's and don'ts in Pay Per Call that impact the success of a given campaign, and they can apply differently to individual companies and even individual campaigns. What works in one niche for one type of campaign isn't broadly applicable to all Pay Per Call campaigns your brand may run. So, in order to feel more confident with your Pay Per Call marketing, consider the following do's and don'ts for each separate campaign.
Optimize Long-Tail Keywords
When users conduct searches on desktop devices and mobile platforms, they use simple text-based queries. However, voice searches are conducted in a more conversational tone. The average voice search is 3 to 5 words longer than a typical text query. As such, website content must be adjusted to include long-tail keywords and phrases. In addition to focusing on long-tail keywords, your content needs to be adjusted to account for the question-based nature of the conversation tone people use interacting with voice search-enable devices.
For example, you'll need to think about the types of questions consumers are going to ask relating to your industry in general and product offering in particular. The words "how" and "what" are the two most commonly used words to start voice searches. If you want to win more calls, you'll need to adjust content to ensure consumers find your brand in their voice searches.
Focus on Featured Snippets
When content ranks in the top 10 for a particular Google search term, that content has the opportunity to become a "featured snippet." These snippets are highly coveted when it comes to placement in voice search marketing. When consumers conduct a voice search, voice enabled-devices read the featured snippets aloud. If you want to win more calls, your content needs to be optimized to appear as one of the possible featured snippets:
Understand the common questions of your audience
Try to answer those questions concisely in 45-97 words
Use a singular post to address multiple common questions
Organize your content tightly as snippets usually feature tables or step-by-step lists
Build a question-and-answer page
Include eye-catching images
Build Campaigns around Local Searches
Voice searches are, in most cases, highly focused on localized searches. As such, your content needs to cater to the answers local searchers are looking for. The best way to generate more phone calls through voice search local results is to ensure that your business phone number and physical address are easily accessible. You can also update your Google business listings. Since most voice searches are done on a hands-free basis by on-the-go customers, it's safe to assume that many will quickly scan the business listing on Google without clicking on the site link. To win more phone calls here, make sure the phone number for mobile displays is at the top of the page. Finally, consider adding "near me" to some of your title tags and meta description.
Use Call Analytics to Optimize for SEO
Believe it or not, you can use the inbound calls you're already getting from consumers to the business. This can be done by manually reviewing the call recordings and transcriptions or through automated processes. By finding out the pain points of existing customers, you can optimize your content to answer the common questions customers already have about your brand. You can use that information to update your content for SEO and appear more easily in search engine queries. This alleviates the concerns of existing customers before they call and makes it easier to educate new customers and drive them to call the business.